MN MUG Sept 2023 Deck & Resources

Adobe Marketo Engage User Group
Twin Cities Chapter:
Unleashing the AI Revolution
September 28, 2023

©2020 Adobe. All Rights Reserved. Adobe
Confidential.
This MUG Meeting is being Recorded.
▪ To ensure that we are abiding by the MUG Code
of Conduct, we are informing all user group
attendees at this MN MUG meeting on September
28th, 2023 that this meeting will be recorded and
sent out to promote training, education, and future
learning.
▪ If you do not wish to participate in a LIVE
recorded session, please feel free to watch the
recording at a later time, which will be linked after
the meeting concludes, and send us any questions
you may have to chantal.peterson@leadous.com
or Advocacy@adobe.com.

© 2021 Adobe. All Rights Reserved. Adobe
Confidential.
Adobe Marketo Engage User Group
House Rules
In order to ensure our MUGs stay user-focused and a
safe space for members of the Marketing Nation to learn,
network, and problem solve, we ask that all MUG
attendees follow these rules:
• No self-promotion or pitching of any kind is permitted
at MUG events
• Don’t contact people outside of the User Group without
their consent
• If MUG members share their use case at the User
Group, please don’t share that information without
their consent

Agenda
Introductions
Unleashing the AI Revolution: Exploring the Intersection of
Marketing Automation and Artificial Intelligence
Q&A
Upcoming Opportunities
Networking

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MN Chapter Co-Leaders
Chantal Peterson
Project Manager
Leadous
Kelsey Sarff
Graphic Designer and
Brand Strategist at CIT

Unleashing the AI Revolution: Exploring
the Intersection of Marketing
Automation and Artificial Intelligence
Sean Royer Josh Arrington
Kapturall

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AI
UNLEASHING THE AI REVOLUTION

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Growth Consultant -
AI technologist
15 Years Agency Side
leading sales &
Marketing
Agenda
SEAN Royer
What is Artiﬁcial Intelligence?
1
Business Beneﬁts
2
Practical Uses for Marketers
3
AI Tools and Applications
4
Demo
5
Q&A
5

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• Definition of AI
• History
• Spotlight: Generative AI
An AI or artiﬁcial intelligence is a ﬁeld of
computer science that deals with the creation
of intelligent machines that can perform tasks
that typically require human intelligence, such
as visual perception, speech recognition,
decision-making, and language translation
1 Britannica- https://www.britannica.com/technology/artificial-intelligence
Understanding AI

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2023
ChatGPT
1M users within 5 days

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• Increased Efficiency
• Data Analysis
• Customer Experiences
• Productivity
• Aid in labor shortages
• Increase in profit margins
The AI market is projected to reach a staggering
$407 billion by 2027, experiencing substantial
growth from its estimated $86.9 billion revenue in
2022.[1]
Benefits of AI for
Business
• Marketsandmarkets

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• Chatbots
• Predictive Analytics
• Content Generation
• Personalization
• Customer Segmentation
• Automated Campaigns
• Sentiment Analysis
• Design
• Video Creation
• Analyzing large complex
Practical Uses for Marketers
• Marketsandmarkets
• Automated Knowledge Basis
• Market Research
• Content Calendar
• Campaign Planning
• Following up with leads
• Social Media
• Data Analysis
• Agents
⚬ AutoGPT
⚬ BabyGPT

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AI Tools
Chat with Open
Ai Assisted design
MidJourney
DALL-E -Images
from prompts
AI Agent

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ChatGPT Tips
• Provide Robust Custom Instructions
• Populate Response Style
• Information on your business/goals
• Online Browsing with BING is BACK!!
Prompt Examples:
I need a [type of email] that will persuade my [ideal customer persona] to
purchase my [product/service] by highlighting its unique benefits and

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• Send activity log
• Page Visits
• Interesting Moments
• Form Fills
• Score Changes?
• Routing of body text
What can AI do for us in Marketo?

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• Intelligent Segmentation
• Hyper Personalization
• AI-Driven Lead Qualification
What can AI do for us in Marketo?

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What are Self-Service Flow Steps (SSFS)?
OpenAI in Marketo: Prerequisites
Self-Service Flow Steps is a feature that came out last year that allow us to extend Marketo by
creating our own flow actions. These actions allow us to send and receive data from Marketo to
an external service.

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Intelligent
Segmentation
with OpenAI

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Initial Segmentation
Demo: Intelligent Segmentation
Create a segmentation with simple rules. Job Function = the segment
name

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Initial List
• We will retain the job title but capture the job function in the role field

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Smart Campaign: Smart List

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8
DEMO:
INTELLIGENT
SEGMENTATION
|
SMART
CAMPAIGN:
FLOW
Smart Campaign: Flow
Return only the category without any quotes or any additional text. Categorize the job title {{lead.Job
Title}} into one of the following categories: Accounting/Finance, Administration, Analyst/Research,
Design/Engineering, Education/Teaching, Healthcare/Medical, Human Resources, Information
Technology, Legal, Marketing/Sales, Science/Laboratory, Social Services

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9
DEMO:
INTELLIGENT
SEGMENTATION
|
SMART
CAMPAIGN:
FLOW
Smart Campaign: Flow

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10
DEMO:
INTELLIGENT
SEGMENTATION
|
JOB
ROLE
RESULTS
Job Role Results

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Segmentation Results

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Hyper-Personalizati
on
with OpenAI

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Using AI to make communications sound less robotic
Demo: Hyper-Personalization
Hyper personalize a hotel booking confirmation by combining tokenized person data and
OpenAI.
Dear {{lead.First Name}},
Thank you for booking our {{lead.Room Name}} from {{lead.checkin date}} to {{lead.checkout date}} for your {{lead.travel reason}}.
We have many amenities to chose from like:
1. Business center with computers, printers, and other equipment
2. Meeting and conference rooms
3. High-speed Wi-Fi
4. 24-hour room service and concierge assistance
5. Fitness center for staying active during busy trips
6. In-room couples massages
7. Champagne and chocolate-covered strawberries upon arrival
8. Private balconies or terraces with romantic views
9. Romantic dinner packages at on-site restaurants

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The Form
• Check In Date
• Check Out Date
• # of guests
• Room Type
• Reason for travel
⚬ Family Vacation
⚬ Romantic Getaway
⚬ Business
⚬ Celebration
⚬ Relaxation
• Additional Requests

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Smart Campaign - Smart List

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• Guest name: {{lead.Full Name}}
• Check in: {{lead.checkin}} & Check out: {{lead.checkout}}
• Reason for travel: {{lead.reason}}
Smart Campaign - Flow
List of Amenities Concierge Hotel Details Email Outline
Based on the below data write a personalized booking confirmation email with the most relevant
amenities given, for the above booking details.
• Number of people: {{lead.number guests}}
• Room type: {{lead.room_type}}
• Additional requests: {{lead.additional
requests}}

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17
DEMO:
HYPER-PERSONALIZATION
|
ADDITIONAL
CONTEXT
Additional Context
Concierge:
• Name: Beatrice Potts
• Phone: +34 625 602 443
• Email: bpotts@lotusibiza.com
Hotel Amenities:
• Business center with computers, printers, and other
equipment
• Meeting and conference rooms
• High-speed Wi-Fi
• 24-hour room service and concierge assistance
• Fitness center for staying active during busy trips
• In-room couples massages
• Champagne and chocolate-covered strawberries upon
arrival
• Private balconies or terraces with romantic views
• Romantic dinner packages at on-site restaurants
14. Game rooms or arcades for family fun
15. Cribs or rollaway beds for young children
16. On-site spa with a range of treatments
17. Yoga or meditation classes
18. Quiet rooms or adult-only areas
19. Outdoor pools and hot tubs for relaxation
20. Complimentary tea or coffee in the lobby
Etc.
Hotel Details:
• Website: www.lotusibiza.com
• Address: Carrer Camí de sa Torre, 71, 07810
San Juan Bautista, Ibiza, Spain

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Booking Outline
1st paragraph: a warm welcoming intro and summary about the booking personalized based on their group
size, duration of stay and reason for travel.
2nd paragraph: a description of the amenities available, only include a few that are relevant to their reason
for travel, duration of stay and group size
3rd Paragraph: A paragraph about the time period of the booking, what Ibiza is like in this time period and
what activities are typically going on at that time. Personalized based on their reason for travel
4ᵗʰ Paragraph: Acknowledge any additional requests, highlight doubt only if they seem extreme, and say that
their concierge will follow up with them on the details.
A final personalized paragraph saying we are looking forward to hosing them signed by their concierge.

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Family Vacation in September
Hyper-Personalization Results
I hope this email finds you in the best of spirits. We are delighted to confirm your upcoming stay with us at Lotus Ibiza.
What a wonderful choice to spend a family vacation here, especially with the picturesque backdrop of Ibiza. Your
booking from 9/24/2023 to 10/1/2023 for 4 guests, encompassing 2 adults and 2 children, in our Deluxe sea view suite
has been secured. We’re eager to make your family's stay both comfortable and memorable.
For your family's stay, we have carefully selected amenities that would enhance your experience. To ensure the young
ones have the time of their lives, we have a children's pool and a designated play area. Furthermore, our game
rooms and arcades are perfect for family fun moments, and I believe you'll greatly enjoy the complimentary
breakfast we serve, ensuring a hearty start to each day. For the adults, should you wish to indulge, our on-site spa offers
a range of treatments designed to rejuvenate, and our outdoor pools and hot tubs are available for some relaxed family
time.
September is a beautiful time to visit Ibiza. The summer crowds have thinned, but the sun still keeps the beaches
warm and inviting. Given that you're here for a family vacation, you might be interested in the local family-friendly
festivals and beach events that take place during this period. Ibiza, with its rich culture, offers an array of activities
that are both entertaining and enlightening for adults and children alike.
Addressing your additional request, I am pleased to confirm that we will arrange for sunscreen to be available in
your room upon arrival. Should there be any more specific preferences or requirements, please let me know, and I will

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Business Trip in March
Warm greetings from Lotus Ibiza! I'm thrilled to confirm your reservation for a Standard Double Room from the 21st to
the 27th of March, 2024. Recognizing your visit is for business, our team at Lotus Ibiza is dedicated to ensuring you
have everything you need for a productive and comfortable stay.
To cater to your professional needs, please feel free to utilize our state-of-the-art Business center, which is
equipped with the latest computers, printers, and other essential equipment. Our high-speed Wi-Fi is available to
guarantee seamless online interactions, and should you need anything, our 24-hour room service and concierge
assistance are at your beck and call.
March in Ibiza is beautifully tranquil. As the island embraces the early touches of spring, you'll find it offers the
perfect atmosphere for focused work. This period sees the island less crowded than in peak summer, presenting a
calm backdrop for business travelers like yourself. Additionally, various business events and seminars are typically
hosted during this season, providing unique networking opportunities.
Your request for airport transportation has been duly noted. I will personally ensure that everything is arranged
for your comfort, and will be in touch shortly before your arrival to finalize the details.
We're excited and honored to have the opportunity to host you. Rest assured, our primary goal is to make your stay
both memorable and efficient. Should you have any further questions or needs, please don't hesitate to reach out.

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Romantic Getaway in June
Greetings from Lotus Ibiza! It's our pleasure to confirm your upcoming reservation for a Deluxe Sea View Room, from the
20th to the 30th of May, 2024. A ten-day romantic getaway on the stunning shores of Ibiza sounds like the perfect
way to deepen bonds and create timeless memories.
For a romantic retreat such as yours, our amenities have been curated with utmost care. Your room will boast a
private balcony that offers an uninterrupted view of the shimmering sea - a sight to behold, especially at sunset. To
elevate your experience, consider booking an in-room couples massage or indulging in our on-site spa treatments.
Additionally, our romantic dinner packages at our esteemed restaurants are perfect for those intimate evenings, and
the Jacuzzi tubs for two in your room will be a delightful way to unwind.
May in Ibiza is the embodiment of romance. The island basks in perfect temperatures, with blossoms in full bloom
and the sea reflecting the clearest shades of blue. This is the time when couples can enjoy serene beach walks, al fresco
dinners, and the magic of the island's twilight hours. To further enhance your experience, there are various couples'
activities and workshops that are hosted around this time, ensuring that every moment spent here adds value to
your romantic sojourn.
Regarding your special request for champagne and chocolate upon arrival, consider it done. We'll ensure a bottle
of our finest champagne accompanied by delectable chocolate-covered strawberries awaits you. Should you have any

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Advanced Implementation
• Fine Tuning Models
⚬ Historical examples / Style
⚬ JSON / specifically formatted response
• Retrieval Augmented Generation (RAG)
⚬ Recommendations
⚬ FAQ Response

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Improving our Booking Confirmation
Lead
Weather Reports
Amenities
Sample Prompts &
Responses
Fine
Tuning
Event Calendar
Retrieval
Marketo
ı

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AI Lead Qualification
Lead
Activity Log
Ideal Customer Profile
Product Catalog
Sample Leads & Responses
Fine
Tuning
Industry Info
Retrieval
Marketo
Qualify
Qualify and assign lead. Send summary with
recommendations to sales team.
Nurture
Add lead to appropriate nurture campaign
based on maturity and product interest
Disqualify
Disqualify lead and send summary
explanation to marketing manager.
Route
Not a lead but should be passed to other
department such as HR. Include
explanation.

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Q and A
ASK AWAY!

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Get in
touch
Josh Arrington
Sean Royer
612-709-8156
Sean@marketerondemand.com
www.marketerondemand.com
650-308-9248
josh@kapturall.com
www.kapturall.com

Upcoming Opportunities for
Chapter Members

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MUG Member Feedback Wanted!
The Adobe Advocacy team is collecting feedback from MUG members
on the benefits they have experienced as a result of attending and
participating in User Groups.
To contribute your experience, please fill out this form.
These testimonials will be used to encourage new members to join our
User Group community, so we thank you for your participation and
helping us grow this amazing program!

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Share your Marketo Engage Feedback on G2!
46
What: G2, an online software reviews platform.
Why:
▪ Help your peers to make informed buying
decisions.
▪ Receive a $25 gift card as a thank you for your
time.
When:
▪ Deadline: September 30, 2023
How:
▪ Start your review HERE
• Survey Time: ~10 minutes
• Login using your business email or LinkedIn for G2
to validate your review.

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New to Marketo? Check out our NEW free course!
▪ This course is designed to provide a
foundational understanding of Marketo
Engage. By the end of the course,
you’ll learn how to create, manage,
and measure the success of your first
marketing program.
▪ Lessons in this course includes
educational content from best
practices, how-to tutorial videos, and
expert tips and tricks.
▪ Start the course here!

Confidential.
Need to update your Marketo Engage certification?
Adobe now has 3 certifications for Marketo Engage
• Adobe Certified Professional - Adobe Marketo Engage: This new exam is ideal for marketers who
have about 3 - 6 months of Marketo Engage training and hands-on experience. (Update to the former
Marketo Certified Associate)
• Adobe Certified Expert - Adobe Marketo Engage Business Practitioner: This exam is ideal for
marketers and marketing consultants who have at least 18 months of Marketo Engage hands-on or
field experience. (Update to the former Marketo Certified Expert)
• Adobe Certified Master - Adobe Marketo Engage Architect: This certification defines a new standard
and process at the highest level. This certification is ideal for current Adobe Certified Experts who
have at least 5 years of experience designing marketing automation using Marketo Engage
Visit https://express.adobe.com/page/8OCuJK38uQWuT/ for more information &
exam guides!

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Upcoming User Group Meetings Calendar (English)
DATE MUG CHAPTER FORMAT TOPIC
09-21 Raleigh-Durham MUG In Person Meeting RDU MUG Meeting: September
09-21 Sydney Marketo User Group In Person Meeting Marketo Magic with Integration
09-26 Dallas MUG In Person Meeting September Marketo Engage Roundtable
09-26 Marketo Coffee Breaks Virtual Meeting Adobe Marketo Engage Community Coffee Break - Engagement Map
09-27 Denver MUG In Person Meeting MOPs Speed Networking
09-28 New York MUG In Person Meeting Where We Begin: Efficient Original Processing in Marketo
09-28 Toronto MUG Virtual Meeting Toronto MUG | Exploring Marketo Certification: Path, Benefits, and Tips
09-28 Netherlands MUG In Person Meeting Marketo User Group at Portbase Rotterdam
09-28 Minneapolis MUG Virtual Meeting September Meeting: Unleashing the AI Revolution
10-03 Brisbane MUG In Person Meeting Brisbane MUG - Dynamic Chat, Nurtures and Certification
10-05 Seattle MUG In Person Meeting Troubleshooting Tips and Networking: Elevating Your Marketo Game
10-11 Marketo User Group Portugal Virtual Meeting Portugal - Get ready for the launch!
10-11 North America Virtual MUG Virtual Meeting Digging into Marketo Engage Dynamic Chat
10-19 Raleigh-Durham MUG In Person Meeting RDU MUG Meeting: October
10-25 Higher Education VMUG Virtual Meeting Higher Ed VMUG Relaunch Happy Hour
10-26 Denver MUG Hybrid Meeting Data Foundations, Frameworks, and Systems
12-05 Denver MUG In Person Meeting Marketo Holiday Trivia
Register at https://mugs.marketo.com/events

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RESOURCES:
https://www.aicyclopedia.com/
Leveraging Self Service Flow Steps:
https://www.kapturall.com/en/blog/2023/08/23/self-service-flow-steps-m
arketos-game-changing-feature-has-untapped-potential/
Hyper Personalization with Marketo & OpenAI:
https://www.kapturall.com/en/blog/2023/08/16/hyper-personalization-wit
h-marketo-openai%ef%bf%bc/
AI Powered Segmentation:
https://www.kapturall.com/en/blog/2023/07/31/ai-powered-segmentation
-in-marketo-with-openai/

MN MUG Sept 2023 Deck & Resources

MN MUG Sept 2023 Deck & Resources

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